Blog challenge 31/99: Digital buzz words

So you have decided to outsource your digital marketing to an agency or a specialist. Now you are at the stage of setting up a meeting and talking through options. Prior to the meeting, wouldn't it be good to have an understanding of some of the buzz words that the agency will no doubt try to impress you with?! Here are some definitions, to help you through the meeting and avoid that "glazed over, I don't understand" look.

Brand Identity. Brand identity is the persona and reputation your company establishes through copy voice, logo, color palettes, etc.

Big Data. Big data refers to massive collections of structured and unstructured data – so large that the data is often difficult to process through traditional means. As companies find more and more ways to collect data from users (via mobile data, web browsing activity, voice data), finding a way to store and manage such vast amounts of data is key.

Clickbait. Outlandish headlines crafted for the sole purpose of driving clicks. Now we all want to create clickable headlines, but clickbait is all style and no soul. Clickbait titles capture audience interest by driving mystery, but the content itself is subpar, making these headlines nothing more than ordinary.

Contextual Marketing. Contextual marketing is marketing that is aware of its surroundings and its placement within a larger form of content. For example, when you read an article about social media strategies and see a promotion for a free ebook about Pinterest, you’re witnessing contextual marketing at work.

Hyperlocal. Hyperlocal is all the rage these days, as marketers use GPS data to geographically target audiences and provide location-based advertising. This is also referred to as geo targeting.

Mobile Optimization. We are now living alongside our mobile devices nearly 24/7. Mobile optimization used to be a good idea, now it’s an absolute necessity. Your website and products have to have mobile options.

Paid Placement. Paid advertising has always been a solid choice, but as SEO and organic options become tougher places to compete, paid placement is becoming a necessity.

Retargeting. The practice of showing users ads for a product or service they were viewing earlier but failed to purchase. Retargeting is a friendly and kind of creepy reminder that the web remembers. Still, retargeting gets the job done by shepherding those lost sheep back towards your site. If done well, it can work wonders.

UGC. AKA User Generated Content, brands are increasingly becoming more focused on incorporating UGC into their promotions. When brands showcase their customers’ fan art and testimonials, it builds a positive relationship and shows users that companies care.